Restaurant India News: Aspri Spirits Partners with Flor de Caña to Strengthen Premium Rum Segment in India

Aspri Spirits, India's largest alco-beverage distributor by brand portfolio, has partnered with Nicaragua's premium rum brand Flor de Caña to expand its presence in India. The collaboration will utilise Aspri Spirits' distribution and marketing network to introduce Flor de Caña's award-winning portfolio to Indian consumers, capitalising on the country's growing demand for premium international spirits.

India's rum market, valued at INR 236 billion in FY2025, is projected to reach INR 359 billion by 2030, driven by premiumisation, evolving consumer tastes and the rising popularity of cocktail culture. While dark and golden rums continue to dominate, white rum is emerging as the fastest-growing segment.

Through the partnership, both companies will focus on consumer education, bartender engagement and experiential activations across retail and hospitality channels. Indian consumers will have access to Flor de Caña's range, including Extra Seco 4 Year, Gran Reserva 7 Year, Centenario 12 Year, Centenario 18 Year and Centenario 18 Year, along with Flor de Caña Spresso.

Founded in 1890, Flor de Caña is globally recognised for its naturally aged, additive-free rums and is both carbon-neutral and Fair Trade certified. The partnership also coincides with the brand's sixth Sustainable Cocktail Challenge, where India's winning bartender will represent the country at the global finals in Nicaragua.

Speaking about the partnership, Pritish Matai, CEO, Aspri Spirits Limited said, "India's spirits landscape is evolving rapidly, and consumers today are actively seeking authenticity, provenance and quality. Rum is one of the most exciting categories poised for premium growth, and Flor de Caña represents everything that modern consumers value - heritage, craftsmanship, sustainability and exceptional taste. At Aspri Spirits, our role extends beyond distribution; we build brands and categories. We see a tremendous opportunity to shape the future of premium rum in India and establish Flor de Caña as the benchmark for the category."

Ricardo Selva, Business Development Director, Flor de Caña, said, "India is one of the most dynamic and promising spirits markets in the world, and premium rum is entering an exciting new chapter. As such, this market has been a strategic priority due to its scale, sophistication and growing appetite for premium experiences. We are delighted to partner with Aspri Spirits, whose expertise in building international brands and deep understanding of the Indian market make them the ideal partner to accelerate Flor de Caña's growth and introduce more consumers to our award-winning portfolio.".